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Author : George Burton Hotchkiss
Publisher :
ISBN 13 :
Total Pages : 282 pages
Book Rating : 4.:/5 (2 download)
Download or read book The Leadership of Advertised Brands written by George Burton Hotchkiss and published by . This book was released on 1923 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Graham Robertson
Publisher : Createspace Independent Publishing Platform
ISBN 13 : 9781983625886
Total Pages : 228 pages
Book Rating : 4.6/5 (258 download)
Download or read book Beloved Brands written by Graham Robertson and published by Createspace Independent Publishing Platform. This book was released on 2018-01-06 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Beloved Brands is a book every CMO or would-be CMO should read." Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. "Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book." Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential.
Author : Greg Creed
Publisher : HarperCollins Leadership
ISBN 13 : 140022330X
Total Pages : 289 pages
Book Rating : 4.4/5 (2 download)
Download or read book R.E.D. Marketing written by Greg Creed and published by HarperCollins Leadership. This book was released on 2021-06-08 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: Create breakthrough marketing campaigns by harnessing the power of R.E.D. Marketing: a transparent and flexible methodology straight from marketing powerhouse Yum! Brands. Sidestep the marketing books, courses, and even TED talks that offer hypothetical explanations that sound sensible and embrace the proven, systematic approach of R.E.D. Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth. This book, filled with simple frameworks and engaging stories, will help everyone in your company understand what really works for driving sustainable brand growth and business success. In 2011, Greg Creed had just been elevated from President to CEO of Taco Bell, a brand in deep distress at the time. It was on his shoulders to turn things around quickly along with co-author and CMO, Ken Muench. Together, they developed the R.E.D (Relevance, Ease, Distinctiveness) method. It’s simple methodology does not require complicated terms and a PhD to understand, it’s actually quite simple—marketing works in three very different ways: Relevance—Is it relevant to the marketplace? Ease—Is it easy to access and use? Distinction—Does it stand out from competition? By combining actual examples from Yum! and other recognizable brands of every size around the world with the latest findings in marketing, neuroscience, and behavioral economics, and the author’s own experience marketing three different brands across 120 countries, your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing.
Author : Larry Light
Publisher : FT Press
ISBN 13 : 0134194519
Total Pages : 311 pages
Book Rating : 4.1/5 (341 download)
Download or read book New Brand Leadership written by Larry Light and published by FT Press. This book was released on 2015-05-23 with total page 311 pages. Available in PDF, EPUB and Kindle. Book excerpt: New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing. It reflects the authors’ 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM! Brands. Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalization, localization, and personalization. They introduce Arcature’s proven Collaborative Three Box Model, guiding you step-by-step through creating brand vision, defining brand framework, bringing your brand to life, and then measuring your performance. They offer specific, high-value recommendations regarding cultural change, organizational responsibilities, structure, metrics, and much more. You’ll find proven solutions to tough real-world global branding challenges, including managing tensions between global and local, central and regional, and brand leadership vs. brand management. For wide audiences of C-suite and other current and prospective business leaders; HR officers, marketing executives and agency professionals, top executives, business leaders, prospective business leaders, and MBA/executive MBA students.
Author : David A. Aaker
Publisher : Simon and Schuster
ISBN 13 : 1471104370
Total Pages : 550 pages
Book Rating : 4.4/5 (711 download)
Download or read book Brand Leadership written by David A. Aaker and published by Simon and Schuster. This book was released on 2012-12-11 with total page 550 pages. Available in PDF, EPUB and Kindle. Book excerpt: Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights on the hot new area of Internet branding. Full of impeccable, intelligent guidance, BRAND LEADERSHIP is the visionary key to business success in the future.
Author : Scott Bedbury
Publisher : Penguin
ISBN 13 : 9780142001905
Total Pages : 244 pages
Book Rating : 4.0/5 (19 download)
Download or read book A New Brand World written by Scott Bedbury and published by Penguin. This book was released on 2003-02-25 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.
Author : Denise Lee Yohn
Publisher : John Wiley & Sons
ISBN 13 : 111861125X
Total Pages : 278 pages
Book Rating : 4.1/5 (186 download)
Download or read book What Great Brands Do written by Denise Lee Yohn and published by John Wiley & Sons. This book was released on 2014-01-07 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.
Author : Harry Tipper
Publisher :
ISBN 13 :
Total Pages : 500 pages
Book Rating : 4.:/5 (319 download)
Download or read book The Principles of Advertising written by Harry Tipper and published by . This book was released on 1925 with total page 500 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Judie Lannon
Publisher : John Wiley & Sons
ISBN 13 : 0470517913
Total Pages : 404 pages
Book Rating : 4.4/5 (75 download)
Download or read book A Master Class in Brand Planning written by Judie Lannon and published by John Wiley & Sons. This book was released on 2007-12-10 with total page 404 pages. Available in PDF, EPUB and Kindle. Book excerpt: In 1988, on Stephen King’s retirement JWT published ‘The King Papers’ a small collection of Stephen King’s published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine. This book is comprised of a selection of 20-25 of Stephen King’s most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today. The worth of this material is that, although the context in which the original papers were written is different, the principles themselves are appropriate to marketing communications in today’s more complex media environment. The book will serve as a valuable reference book for today’s practitioners, as well as a unique source of sophisticated, contemporary thinking.
Author :
Publisher :
ISBN 13 :
Total Pages : 718 pages
Book Rating : 4.:/5 (334 download)
Download or read book The Hat Industry written by and published by . This book was released on 1922 with total page 718 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Steve McKee
Publisher : Macmillan
ISBN 13 : 1137278846
Total Pages : 258 pages
Book Rating : 4.1/5 (372 download)
Download or read book Power Branding written by Steve McKee and published by Macmillan. This book was released on 2014-01-07 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A marketing expert explains why some small companies grow into bigger and better organizations and others falter and asserts that companies can best expand their brand by using creative and sometimes counter-intuitive strategies to generate growth."--Publisher description.
Author : J. Walter Thompson Company
Publisher :
ISBN 13 :
Total Pages : 518 pages
Book Rating : 4.E/5 ( download)
Download or read book Bulletin written by J. Walter Thompson Company and published by . This book was released on 1922 with total page 518 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Thomas Barta
Publisher : McGraw Hill Professional
ISBN 13 : 1259834727
Total Pages : 241 pages
Book Rating : 4.2/5 (598 download)
Download or read book The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value written by Thomas Barta and published by McGraw Hill Professional. This book was released on 2016-09-22 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: WHAT MAKES AN EFFECTIVE AND SUCCESSFUL MARKETING LEADER? The 12 Powers of a Marketing Leader, by former McKinsey Partner Thomas Barta and senior London Business School professor Patrick Barwise, is the first research-based leadership book for marketers in the 21st century. Based on the largest ever research study of its kind, with detailed data on over 8,600 leaders in more than 170 countries, this game-changing book identifies 12 specific behaviors--or Powers--that drive marketers' business impact and career success. Reading it, you’ll learn how to: • MOBILIZE YOUR BOSS: Make an impact at the highest level and align marketing with the company's priorities. • MOBILIZE YOUR COLLEAGUES: Inspire and motivate your non-marketing colleagues to deliver a great customer experience. • MOBILIZE YOUR TEAM: Build and align a winning marketing team. • MOBILIZE YOURSELF: Focus on goals that will benefit your customers, your company and yourself, by meeting your own needs and ambitions. By zeroing in on the value creation zone ("V-Zone")--the all-important overlap between your company's and customers' needs--you’ll be able to help the business win in the market--and achieve your career goals. Warning: This is not a marketing book. It’s a leadership book for marketers, using the latest research on what works--and what doesn’t--in marketing's digital age. BONUS: Receive full access to an online self-assessment tool and other marketing leadership resources.
Author : Grant Overton
Publisher :
ISBN 13 :
Total Pages : 406 pages
Book Rating : 4./5 ( download)
Download or read book American Nights Entertainment written by Grant Overton and published by . This book was released on 1923 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : John Philip Jones
Publisher : SAGE
ISBN 13 : 9780761912439
Total Pages : 408 pages
Book Rating : 4.9/5 (124 download)
Download or read book How to Use Advertising to Build Strong Brands written by John Philip Jones and published by SAGE. This book was released on 1999-07-13 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: With an impressive list of contributing authors, How to Use Advertising to Build Strong Brands is a single "knowledge bank" of theory and practice for advertising students and professionals."--BOOK JACKET.
Author : A. J. Greenly
Publisher :
ISBN 13 :
Total Pages : 234 pages
Book Rating : 4.:/5 (2 download)
Download or read book Psychology as a Sales Factor written by A. J. Greenly and published by . This book was released on 1927 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author :
Publisher :
ISBN 13 :
Total Pages : 456 pages
Book Rating : 4.:/5 (29 download)
Download or read book Booklist written by and published by . This book was released on 1924 with total page 456 pages. Available in PDF, EPUB and Kindle. Book excerpt:
